GeoPoll launches its Audience Measurement Service - CNBC Africa

GeoPoll launches its Audience Measurement Service

Special Report

by Trust Matsilele 0

GeoPoll launches its Audience Measurement Service. PHOTO: Getty Images

This platform offers the first ever daily TV ratings in several African markets.

With the World Cup in sight, GeoPoll will also be expected to publish game viewership data from African nations as locals cheer on their teams, and global brands spend considerably on advertising.

The mobile survey platform has partnered with telecom providers and a multimodal platform powered by text, voice and web-based communications.

Through this new offering, companies and organisations will be able to gather quick, accurate and in-depth insights on anything from preferences on consumer goods to election transparency and access to basic government services. 

“GeoPoll’s new service fills a crucial gap in market research in Africa, delivering next-day TV audience data starting in five countries, including Ghana, Kenya and Nigeria,” said the company.

“Until now, advertisers, brands and broadcasters looking to understand audiences in these growing markets have had to rely on months-old data, with little insight into the demographics and psychographics that determine ad campaigns or programming.”

James Eberhard, founder of GeoPoll and parent company Mobile Accord posited that the company’s new service will target a third of the African population.

“At GeoPoll, we’ve established a standard for delivering data insights in emerging economies, and with our new Audience Measurement Service, we’re offering a category first: overnight TV ratings from almost a third of the African population,” he said.

“Advertisers, brands and broadcasters have been relying upon limited data, which can’t keep up with shifting target audiences and programming. Our overnight insights will give these groups a more accurate picture of consumer behaviours and preferences as they spend hundreds of millions of dollars to engage rapidly growing audiences.”

The company says it will deliver mobile surveys that measure television viewership in half-hour time blocks uncovering unprecedented data that can inform better advertising and programming decisions.

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